許多企業由於近年來原物料或人事成本等因素之變動，導致其銷售的商品或服務價格上漲。許多研究發現對於廠商的漲價行為，重視價格的消費者會進一步地影響到其對價格的接受程度、購買意願與品牌忠誠度。除了產品本身之售價外，也會選擇參考其他外佈線索，例如產品資訊、公司名聲、市場概況或代言人等因素，將這些資訊作分析後，進而判斷此產品或服務的價格公平性，而對於感知不公平的價格，消費者大多不會願意購買。
公司名聲代表企業整個品牌及產品的整體形象，故企業形象高者，消費者對於其產品的信賴度、忠誠度與知覺品質也較高，因此對於偏好高品質或針對某品牌有優越感的消費者而言，則會感知具有高名聲的企業其產品價格較合理，也願意支付較高的價格購買。
根據論證內容的模型 (TAP, Toulmin, 1958)，當論證內容包含的資訊其結構越完整時，接收者將會感知其較有說服力且值得信賴，而學者Gilly (2007) 認為較具說服力的資訊則會影響消費者對於資訊的看法以及其購買意願。
本研究結果顯示，企業採取漲價行為時會使消費者改變對價格接受的程度，而其中當企業提出的漲價理由為外部因素時 (非廠商可控制之原因)，相較於內部因素 (廠商可控制之原因)，消費者會感知其漲價行為較合理。此外，當企業具備高名聲時，消費者會認為其產品漲價後的價格較可接受。再者，當產品提供較有說服力的資訊時，消費者容易被說服，且產生信任感，因而感知企業的漲價行為較可接受。

This thesis aims at investigating the effect of overall firm image and product information on the relationship between price increment and perceived price fairness. Eight scenarios were created in the experimental designs, which includes different criteria of firm reputation, completeness of product argument, and different reasons to increase product prices. The analysis focuses on the causal relationship between price raising and price fairness perception moderated by firm reputation and product argument. Online questionnaires were distributed and from which, 274 samples were collected. This research discovered that: first, the reasons for incrementing prices would create an impact on to consumers’ perceived price fairness. Second, the firm’s reputation moderates the relationship between the cause of price increment and price fairness perception; more particularly when price increment results from an external factor. And lastly, product argument moderates the relationship between the price increment cause and consumers’ perceived price fairness, specifically when the firm increases product’s price due to an external factor. In sum, consumers usually consider external cues in evaluating and rationalizing product price increments. And so as a result, companies should pay more attention to factors which will likely influence consumers’ attitude and acceptance toward product price increases.

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